"In an age in which people get their information from digital platforms, it’s our responsibility as communicators to not just think about building new things—but also think about what we say and where we say it in order to get people to care more," Chowney says.

Private-sector flacks should shun the shiny objects swimming before their eyes and get back to PR basics, Chowney says."Cutting through the overwhelming noise of online content with a clear, concise message is something we should all be reminding ourselves to focus on daily."